A systematic approach for developing a new business model using morphological analysis and integrated fuzzy approach.pdf.pdf

Expert Systems with Applications 40 (2013) 4463–4477
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Expert Systems with Applications
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A systematic approach for developing a new business model using
morphological analysis and integrated fuzzy approach
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Kwanyoung Im a, , Hyunbo Cho b,c
a Department of Technology and Innovation, Management, Pohang University of Science & Technology, San 31 Hyoja, Pohang 790-784, Republic of Korea
b Department of Creative IT Engineering, Pohang University of Science & Technology, San 31 Hyoja, Pohang 790-784, Republic of Korea
c Department of Industrial and Management Engineering, Pohang University of Science & Technology, San 31 Hyoja, Pohang 790-784, Republic of Korea
article info abstract
Keywords: Despite the growing importance of developing a novel business model, most previous studies on business
Business model model remain conceptual and theoretical. A paucity of empirical studies has hindered the use of the busi-
New business model development ness model concept in practical purposes. Hence, this study proposes a systematic approach to new busi-
Morphological analysis ness model development (NBMD) that helps business practitioners to develop, evaluate and select the
Fuzzy theory
best business model to meet the business objectives. The proposed prises two stages: iden-
FAHP
tification of business model alternatives and business model evaluation and selection. During the first
Fuzzy TOPSIS
stage, a set of business model alternatives are derived by exploring all the binations of a
morphological matrix, and in the second stage, we conduct an evaluation and selection of a suitable busi-
ness model. Morphological analysis (MA) has been employed for the derivation and aggregation of busi-
ness model alternatives, and decision-making approach that integrates fuzzy extent analytic hierarchy
process (FAHP) and fuzzy technique for order of preference by similarity to ideal so